Then: All Things Considered mailed to 1 million names in July 1996 as a spin-off of Omaha, NE-based gift cataloger Tender Heart Treasures. The 10-page catalog of decorative and functional baskets for the home was profiled in our December 1996 issue.
Since then: After a second mailing went out for the 1996 holiday season, Tender Heart Treasures pulled the plug on the book, largely because the two catalogs were too similar. All Things Considered had received a 4% response from Tender Heart Treasures buyers compared with a 2% response rate from prospects. Tender Heart Treasures marketing manager Betty Camenzind says All Things Considered was relaunched in 1997 as A Special Place, which sold decorative items and gifts with a Victorian, romantic style.
Now: A Special Place was rolled into the core Tender Heart Treasures catalog in 2005, Camenzind says, again citing the similarities between the two books. The company would not divulge circulation numbers.